When discussing the fundraising gap between male and female philanthropists, many people point to the number of female check-writers as the primary concern. However, a new study shows that having more female check-writers is not enough to close the fundraising gap.
The study, conducted by Women Give 2020, looked at female giving in the United States from 2009-2017. It found that even though the number of female philanthropists increased during that period, the gender-based donation gap has not significantly narrowed. The study found that, on average, women give 5 percent less of their total net worth than men do.
So what does this mean for fundraisers trying to close the giving gap? The authors of the study suggest that raising money requires more than just finding female check-writers. Organizations must focus on cultivating relationships with female donors to build trust and loyalty, and increase their giving over time.
Organizations can start by targeting women who are already giving to causes they are passionate about. This can include outreach through personal networks and specific marketing campaigns targeting women. Additionally, fundraising should focus on engaging women in conversations about the cause and how their support makes a difference. This will help build trust and create a culture of giving among female donors.
Organizations should also consider developing giving plans tailored to female donors. These giving plans should focus on the needs of the female donor and include different giving levels that can meet their specific needs. Additionally, organizations should create events and programs that provide women with an opportunity to connect and learn more about an issue they are passionate about.
Finally, organizations should focus on increasing their visibility among female donors. This includes leveraging social media, targeting female-focused publications and organizations, and developing relationships with influential women.
In conclusion, female check-writers alone are not enough to close the female fundraising gap. Organizations must continue to focus on cultivating relationships with female donors and creating giving plans tailored to their specific needs. By doing so, organizations can create a culture of giving and close the gender-based donation gap.
